THREE PART DIGITAL MASTERCLASS
This course has a past customer satisfaction score of 100%
Conference Date
6th, 8th & 9th September 2021
Location
Online
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Agenda

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Day 1 - Monday 6th September, 2021

Module 1: The Fundamentals (9:00am - 1:00pm AEST)
9:00
Welcome remarks & virtual learning tips
9:10
Masterclass overview, expectations & objectives
9:20
Customer experience (CX) fundamentals

• What is CX
• Why is it important – how does it impact my organisation?
• What new knowledge informs CX?
• Where CX started and how it developed
• Where CX is now

10:10
Short break
10:20
Where does CS/CX design fit in your organisation

• What is the context of CS/CX in your organisation?
• Where does your organisation want to get out of CS/CX – results or outcomes do you seek?
• The difference between product/service centric approach to customer centric
• The Customer Centric Business Model and approach to service design and delivery

11:20
Short break
11:30
The key elements a meaningful customer strategy

• The role of the customer strategy
• Understanding and applying customer groups
• Understanding the Two-way Value Exchange
• Examples of customer strategies

12:30
Short break
12:40
Homework explained & closing remarks

Creating your Customer Strategy: Using lessons learned from Module One and the templates provided, start to develop your own customer strategy

1:00
Close of Module One

Day 2 - Wednesday 8th September, 2021

Module 2: Communicating & Delivering Customer Value (9:00am - 1:00pm AEST)
9:00
Opening remarks
9:10
Reflecting on the homework: Developing our customer strategy (groups & value)

Feedback on the customer groups and value maps developed. Each attendee will have the opportunity to share how they created their customer groups and value maps and how this could be applied in their organisational context. Guidance and support from Mark Hocknell.

10:10
Short break
10:20
Communicating customer value

• The neuroscience behind how customers define value
• Overview of Level 1 and Level 2 Value Propositions
• Developing Level 1 Value Propositions
• Developing Level 2 Value Propositions

11:20
Short break
11:30
Designing the delivery of customer value – CS & CX

• Delivery of Value that is aligned with your Customer Strategy
• The Key elements of human centred design
• Service blueprints for experience delivery
• Process mapping for experience delivery

12:30
Short break
12:40
Reflection & closing remarks

This is an opportunity to reflect on the Masterclass so far, ask any burning questions and go over any necessary actions for Module Three.

1:00
Close of Module Two

Day 3 - Thursday 9th September, 2021

Module 3: Bringing it all together – Customer Strategy to Delivery of Value (9:00am - 1:00pm AEST)
9:00
Opening remarks
9:10
Bringing the whole process together – how to align customer strategy with experience design

• Review of the whole approach – how it comes together
• Integration with planning processes
• Customer strategy to customer value delivery

10:10
Short break
10:20
How to measure return on investment of your customer experience

• The customer strategy is key to the measurement
• Outcomes defined
• Measuring changes in customer behaviour
• Designing performance measures for your service blueprint
• Measurement and progress

11:20
Short break
11:30
Learning reflection

Break into small groups and reflect on the key Masterclass Modules. Discuss implementation in your organisation. What are the challenges at your organisation and where you will start.

12:00
Extended Q&A

Join Mark Hocknell for an extended interactive session where you will have the opportunity to ask any questions and get personalised feedback and insights to support you to effectively implement your customer strategy and experience design.

1:00
Close of Masterclass
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Key Speakers

Mark Hocknell
Customer Experience Specialist